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BRICs & clicks : Insights into the sociomateriality of consuming social networking sites

Author

Listed:
  • Jessica Lichy
  • Tatiana Khvatova

    (EM - EMLyon Business School)

  • Mauro Jose de Oliveira

Abstract

"Cette recherche aborde le problème du manque de recherches comparatives sur la consommation des réseaux sociaux et le comportement des internautes dans les "BRIC" (Brésil-Russie-Inde-Chine). Des données sont recueillies auprès d'individus à l'aide d'une enquête et d'entretiens afin d'identifier les différents types de comportement des internautes, pour développer un modèle de la culture numérique qui montre les effets du contexte culturel sur le contexte sociomatériel, et la manière dont ces facteurs peuvent être employés pour expliquer le comportement des internautes. Les résultats donnent une vision contemporaine qui peut informer les entreprises qui opèrent sur ces marchés afin d'exploiter l'interactivité numérique.""This study addresses the lack of comparative research on the consumption of social networking sites (SNS) and SNS user behaviour in four emerging economies: Brazil, Russia, India, China. Using online survey and interviews, data are collected from individuals in order to identify different types of SNS user behaviour. From the findings, we develop a simplified framework of digital culture to show the effects of BRIC cultural context on sociomaterial context, and how these factors can be used to explain SNS user behaviour. The findings offer contemporary insights that can inform businesses operating in BRIC markets for leveraging digital interactivity"

Suggested Citation

  • Jessica Lichy & Tatiana Khvatova & Mauro Jose de Oliveira, 2023. "BRICs & clicks : Insights into the sociomateriality of consuming social networking sites," Post-Print hal-04325760, HAL.
    • Handle: RePEc:hal:journl:hal-04325760
    as

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